Traditional banking is misaligned with today's consumers. Banks think about their products; people think about how they're treated. Banks think about how they can profit; people think about getting a rewarding deal. Banks think about economic value; people think about personal value.

These and other insights into money mindsets can help us to understand the relationship between people and money and the new role of the bank in digital times.

ACHIEVERS

Achievers need tools that are more sophisticated than those banks currently offer. Banks have a golden opportunity to make Achievers into lifelong clients by helping them to reach their goals.

BALANCERS

Balancers are savvy, and likely to invest time and effort finding out whether banks' services can improve their financial situation. Deal apps and budgeting tools help Balancers stay on top of their finances.

EXPERIENCERS

Experiencers "spend it" more than any other mindset. Money enables Experiencers and is meant to have immediate utility. Budgets? Effort? No thanks.

EXPLORERS

Explorers are unlikely to switch away from their bank, providing things tick along without much effort. They prize simplicity and more frequently used investment tools to check and manage their finances.

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